Through a brainstorming and a mind map process, two key elements were taken that the target market could easily identify to represent two ideas mixed in one concept, "teachers" and "at your door". The pencil and the location icon.

The client also needed some help developing the interface for his Minimum Viable Product, so the team came up with the idea of building a landing page in charge of explaining what the idea was about and collecting the first leads, keeping the price low, but the effectiveness high.